Research On Initial Trust Of Law Firm Clients In Wechat Marketing Environment

The rise of We Chat social media has driven innovation and development in marketing methods,but it has also brought about increasing customer trust issues.Therefore,establishing initial trust is a crucial step and top priority for law firms to attract users.This study combines the unique context of We Chat marketing to analyze the factors influencing initial trust of clients in law firms within the We Chat marketing environment.By constructing a theoretical model,conducting field interviews and surveys,and utilizing structural equation modeling,this study analyzes the effects of communication empathy,online word-ofmouth,timely communication,and perceived security on the initial trust of clients in law firms within the We Chat marketing environment.The study also examines the mediating role of interpersonal trust between antecedent variables and initial perceived professional communication.Based on the research,the following conclusions were drawn: First,the initial trust of clients in law firms within the We Chat marketing environment can be divided into initial benevolence trust and initial capability trust.Second,communication empathy(GQ),perceived security(AQ),individual trust disposition(XR),online word-of-mouth(KB),timely communication(JS),and perceived professional communication(ZY)are important factors influencing the establishment of initial trust in law firms within the We Chat marketing environment.Third,communication empathy(GQ),perceived security(AQ),individual trust disposition(XR),and online word-of-mouth(KB)significantly and positively influence the initial benevolence trust of clients in law firms within the We Chat marketing environment.Law firms should establish a good trust relationship with We Chat users,enhance brand awareness,improve the quality of information shared in We Chat moments,and continuously increase clients’ benevolent trust in the law firm.Fourth,perceived security(AQ),individual trust disposition(XR),online wordof-mouth(KB),timely communication(JS),and perceived professional communication(ZY)have a significant positive correlation with the initial capability trust of clients in law firms within the We Chat marketing environment.In the We Chat marketing environment,law firms should establish a good online reputation,enhance the timely and professional communication of marketing efforts,and improve clients’ trust in the law firm’s capabilities.